How to blog for business

Social media is without doubt an extremely important part of today’s media landscape. This is not just another buzz; it’s a fact that has been proven again and again, in numerous statistics offline and online. Most businesses are starting to realise the importance of getting involved, however, Social media is so different from the communication patterns of the past. It is a fundamental shift, which is likely to leave a slipstream of unanswered of questions behind.

A blog is often wrongfully perceived as a personal diary; a channel only important for individual escapades and personal thought sharing. This is a myth. Blogging is also for business and here is how it’s done.

The core of the business
As a business, it’s is very likely that you hold unique knowledge and even archive which can be organized and distributed on a blog. Most great blogs are focused around a specific topic or interest area that attracts a core audience. This is important, because the most valued thing in blogging is to be able to provide unique, specific knowledge. You don’t want to be lost in the masses.

The importance of research
In order to find your unique spot in the online landscape, research is extremely important. Do blog search, e.g using Technorati Tag, select relevant blogs and review them. What do you like/dislike about these blogs, how could you do it differently? This will help you find the purpose and angle of your own corporate blog. Maybe there is even a niche out there for you to enter.

Sign a 'social contract' with your readers
Another important aspect of blogging is consistency. There is no rule for how much you have to blog, but once you get the rhythm going, you should stick with it. This is a sort of contract you sign with your readers and they will expect you to honor it. If you decide to go in, you should do it with passion and commitment.

Drive traffic to your blog
A clear goal of a blog should be to grow the readership. If the content is valuable, you want as many people to read it as possible. There are many steps you can take, but the most important is to engage with other bloggers out there and interested in the same subject. Leave comments and link to other blogs you respect. In fact, a good rule of thumb is that for each of your own posts, you should leave at least 5 comments on other blogs. This will build your own name in the blogospheres and people will increasingly perceive you as a trustworthy and important contributor.

Starting a blog is a fundamental shift for most businesses. Speaking plainly and in an interesting manner can be hard first step, but this should not be forced or rushed. Set goals and take small steps on the way. And remember you are taking on the role of a publisher. Your thoughts are open to scrutiny and criticism, so be transparent, honest and open to suggestions. But don’t forget to believe in your own ideas!

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